1. Marketing Research Aaker, Kumar, Leone and Day Eleventh Edition
Instructor’s Presentation Slides

2. Marketing Research in Practice
Chapter Two
Marketing Research in Practice
Marketing Research 11th Edition

3. Marketing Research in Practice
Develops market options through market segmentation, market opportunity analysis, or consumer attitude and product usage studies
Programmatic Research
Tests different decision alternatives such as new product concept testing, advertising copy testing, pretest marketing, and test marketing
Selective Research
Evaluation of performance of programs
Evaluative Research
Marketing Research 11th Edition

4. Information System
A continuing and interacting structure of people, equipment, and procedures, designed to gather, sort, analyze, evaluate, and distribute pertinent, timely, and accurate information to decision makers.
Marketing Research 11th Edition

5. Databases Contain 3 types of information:
Recurring day-to-day information
Intelligence relevant to the future strategy of the business
Research studies that are not of a recurring nature
Marketing Research 11th Edition

6. Decision Support Systems (DSS)
DSS models are developed and adapted to support each firm’s own decision problems
Used to retrieve data, transform it into usable information, and disseminate it to users
Allow managers to interact directly with database
Provides a modeling function to help interpret retrieved information
Marketing Research 11th Edition

7. Marketing Decision Support Systems
Combines marketing data from diverse sources into a single database, enabling product managers, sales planners, market researchers, financial analysts, and production schedulers to share information
Marketing Research 11th Edition

8. Marketing Decision Support Systems (Cont.)
Managers’ need for decision-relevant information:
Routine comparisons of current performance against past trends on each of the key measures of effectiveness
Periodic exception reports to assess which sales territories or accounts have not matched previous years’ purchases
Special analyses to evaluate the sales impact of particular marketing programs, and to predict what would happen if changes were made
Marketing Research 11th Edition

9. Characteristics of MDSS
Interactive
Flexible
Discovery oriented
User friendly
Marketing Research 11th Edition

10. Analysis capabilities
Components of MDSS
Database
Reports and Displays
Analysis capabilities
Models
Marketing Research 11th Edition

11. Components of MDSS (Contd.)
Manager
Modeling
Display
Analysis
Database
Environment
Marketing Research 11th Edition

12. Comparison of Brand Performance with Industry Trend
Marketing Research 11th Edition

13. Gaining Insights from a MDSS
Marketing Research 11th Edition

14. Participants in Marketing Research Activities
Information Users
General management
Planning
Marketing and sales managers
Product managers
Lawyers
Information Suppliers:
Inside the Company
Information Suppliers:
Outside the Company
Marketing research department
Sales analysis group
Accounting department
Corporate strategic planning
Research consultants
Marketing research suppliers
Advertising agencies
Marketing Research 11th Edition

15. Information Suppliers and Services
Marketing Research 11th Edition

16. Factors Influencing Choice of Information Supplier
Lack of specialized skills or experience internally in that area
Use outside help to boost internal capacity in response to urgent deadlines
It may be cheaper to go outside
Outside suppliers may have special facilities or competencies which would be costly to duplicate for a single study
Political considerations may dictate use of a credible outside research specialist
Research findings by an outside supplier is more credible especially in litigation or in proceedings before regulatory or legislative bodies.
Marketing Research 11th Edition

17. Growth in Research Spending in United States
Marketing Research 11th Edition

18. Type and Nature of Services
Work with individual clients
Customized Services
Routinely collect information on several different issues and provide it to firms that subscribe to their services (e.g., Nielsen television index)
Syndicated Services
Projects conducted in standard, pre-specified manner and supplied to several different clients. (e.g., Starch readership survey)
Standardized Services
Marketing Research 11th Edition

19. Type and Nature of Services (Contd.)
Work with individual clients
Field Services
Routinely collect information on several different issues and provide it to firms that subscribe to their services (e.g., Nielsen television index)
Selective Services
Projects conducted in standard, pre-specified manner and supplied to several different clients. (e.g., Starch readership survey)
Branded Products Services
Marketing Research 11th Edition

20. Criteria For Selecting External Suppliers
Steps in deciding if supplier can deliver promised data, advice, or conclusions:
A thorough search for companies with an expertise in the area of study
Selection of a small number of bidders on the basis of recommendations of colleagues or others with similar needs
Personal interviews with potential project leaders, asking for examples of previous work, their procedures for working with clients, and ability to provide references
Check of the references of each potential supplier, with special attention to comments on expertise, creativity, and the quality and adequacy of resources available
Marketing Research 11th Edition

21. International Market Research Industry
Percentage of Worldwide Market Research Expenditure Per Country
United States 60%
United Kingdom 18%
Japan %
Rest of World 19%
Source: Jack Honomichl, “Top 25 Global Research Organization,” Marketing News, August 30, 20011:p.16
Marketing Research 11th Edition

22. Career Opportunities in Marketing Research
Marketing Research Analyst
Marketing Information Manager
Project Manager
Director of Market Research
Research Account Manager
Research Analyst
Methodologist
Marketing Research 11th Edition

23. End of Chapter Two http://www.drvkumar.com/mr11/
Marketing Research 11th Edition